Table of contents

Table of Contents 1 ECONOMIC TREND 2 MARKET TREND

• Q1 & Q2 Overview • Market Trend

Peak Season is the key season of the year when the
Brands invest & launch important campaigns to drive • Q3 & Q4 Prediction • Industry Trend
sales & brand awareness. Understanding the market trend • Business Perspective
and consumer trend in order to optimize marketing
performance is critical for all Marketers, Heads of
Departments and Business Owners.

3 CONSUMER TREND 4 HOW TO WIN THIS SEASON 5 SUCCESSFUL STORIES

• Consumer Attitude • Branding for Performance • Colgate • Cuckoo

• Shopping Channels • Total Ecom & Socom Solution • Estee Lauder • Watsons
• Brands Engagement • Lead Generation Solution • Menard • Nguyen Kim
• Inspiration • LG Vina • FWD
• Insights • Sunhouse • HD Bank
• Panasonic • FE Credit
• Lock & Lock • Golden Gate
ECONOMIC TREND
ECONOMIC TREND | Q1 & Q2 OVERVIEW

● Vietnam's Q2 GDP growth risen to 4.14%, inflation is being controlled.

● The growth rate of retail revenue has cooled due to a decrease in domestic consumer demand.

Source: GSO
ECONOMIC TREND | Q3 & Q4 PREDICTION

● The GDP is promising to increase based on the same period last year.
● Vietnamese economy may expand 7% in the second half.

Source: Bao Chi Phu, Standard Chartered

6
ECONOMIC TREND | CONSUMER VIEW

● Consumer’s behavior could be driven by some economic recovery and positive news they are exposed to.

Source: Worldpanel Division | Lifestyle Survey | Urban Vietnam 4 key cities

7
SUMMARY

In Q1 & Q2, In Q3 & Q4,

there was a decrease in the consumer demand In 2023 & early 2024,
domestic consumer is predicted to increase consumer is
demand because with peak shopping conservative when
consumers are facing season, mega sales spending.
financial pressures in campaign & national
recent times. holiday.
MARKET TREND
MARKET TREND | “BOOMING” TIME

Peak shopping moments in Viet Nam are evolving into a marathon with a constant stream of sales events, from
early Oct to Tet Holiday and Valentine (2024).

Source: YouNet Media, Tet 2023

10
MARKET TREND | “BOOMING” TIME

● These will continue to be the top competitive categories in both the number of campaigns and the excitement
in the 2024 Tet season.
● Brands can take advantage of the tremendous communication power of e-commerce/retail brands by
combining to launch promotions, minigames, livestream giving gifts.

Lunar New Year with the "massive" presence of 22 categories, however, these TOP 10 categories have contributed more than 90% of the discussion market share (25,668,004 discussions).
Source: YouNet Media, Tet 2023

11
MARKET TREND | INDUSTRY

FMCG booming in urban and rural Vietnam during Tet 2023 and is predicted to increase during Tet 2024, benefiting
from increased volumes and prices. Compared to pre-Covid, FMCG value rose notably, propelled by a 15% average price hike.

Source: Worldpanel Division | Household Panel | Urban 4 Key Cities and Rural Vietnam | Total FMCG including Gift
MARKET TREND | INDUSTRY

● Tet 2023 saw strong growth in beverages and personal care sectors, recovering from lockdowns, while
the Personal Care sector contributed to FMCG value growth as consumers increased product usage.
● Packaged Foods also show consistent growth, reaching a peak during Tet 2023. They are all predicted to
grow continuously during Tet 2024.
MARKET TREND | INDUSTRY

Eating out and Entertainment are the categories more likely to be affected while Food and Necessary products &
Household appliances are at lower risk.

Source: Worldpanel Division | Lifestyle Survey | Urban Vietnam 4 key cities

MARKET TREND | BUSINESS PERSPECTIVE

In the downtrend, businesses need to boost

short-term results to maintain the revenue as
well as the cash flow to survive. However, it is a
trap if a brand sacrifice future brand values for
instant gain gain. The challenge is to achieve
short-term gain while maintain brand equity.

In market turbulences when different brands cut

cost and reduce investment toward
communication, there are chances for
challenger brand to grow by aggressively invest
to gain extra share of voice, which leads to extra
share of market.
SUMMARY

During market
Peak shopping Competition is in focus,
downtrends, it's crucial
moments in Viet Nam with branding &
for brands to prioritize
are evolving into a performance
both short-term results
marathon. There is now collaborations boosting
and long-term brand
a constant stream of impact. Brands unite for
value, with market
sales events, from early promotions, minigames,
disturbances offering
Oct to Tet Holiday and and livestreams to push
growth opportunities
Valentine (2024). sales continuously.
for challenger brands.
CONSUMER TREND
CONSUMER TREND | CONSUMER ATTITUDE

Under the impact of the current macro economy, there has been a significant rise in the number of households facing
financial difficulties in the last 3 years. However, consumer confidence is slowly coming back or even expect a
better Tet 2024.

Source: Worldpanel Division | Lifestyle Survey | Urban Vietnam 4 key cities

Base: All Respondents (N=557).
Q9: Which statement reflects your opinion about this coming TET compared to last year?
CONSUMER TREND | SHOPPING CHANNELS
E-commerce & Online channels is becoming increasingly popular, thanks to its ability to bring about savings
and major sale seasons. Offline channels still play a major role due to consumer shopping habits.

Source: Worldpanel Division | FMCG | Lifestyle Survey | Urban Vietnam 4 key cities
CONSUMER TREND | SHOPPING CHANNELS
Top 3 Revenue| FMCG | Lazada:
- By Sub-category: Beverage, Packaged Food, Baking & Cooking products.
- By Brand: Ensure, Glucema, OEM.
- By Store: Lazada Supermarket, Glucema, Ensure.

Source: Lazada Data from 12/2022 - 02/2023

CONSUMER TREND | SHOPPING CHANNELS
Top 3 Revenue | Home & Electronic (Kitchen) | Lazada:
- By Sub-category: kitchen accessories, kitchen tools, cooking utensils
- By Brand: Lock&Lock, OEM, Elmich.
- By Store: Lock&Lock Flagship, Elmich Vietnam, Lazada Global.

Source: Lazada Data from 12/2022 - 02/2023

CONSUMER TREND | SHOPPING CHANNELS
Top 3 Revenue | Home Care | Lazada:
- By Sub-category: Laundry, Home Clean, Tissue.
- By Brand: Downy, OMO, Maxkleen.
- By Store: Unilever, P&G, Maxkleen.

Source: Lazada Data from 12/2022 - 02/2023

CONSUMER TREND | SHOPPING CHANNELS
Top 3 Revenue | FMCG (Food & Beverages) | Shopee:
- By Sub-category: Snack, Beverage, Dairy.
- By Brand: Ensure, Onici, Abbott.
- By Store: Yến Sào QueenNest, Ensure Chính Hãng, HEINEKEN

Source: Shopee Data from 12/2022 - 02/2023

CONSUMER TREND | SHOPPING CHANNELS
Top 3 Revenue | Home & Electronic | Shopee:
- By Sub-category: Tools and equipment, Interior, Kitchen Equipment.
- By Brand: Dekton, Hukan, Lock&Lock.
- By Store: Điện máy Hùng Mạnh, Điện máy Hà Nội 1986, Unilever.

Source: Shopee Data from 12/2022 - 02/2023

CONSUMER TREND | SHOPPING CHANNELS

Social Commerce: Top drivers for consumer trust remain the same across platforms.

Source: MMA
CONSUMER TREND | BRAND ENGAGEMENT

Source: Cimigo | Base: All Respondents (N=557).

Q10b: Which brand of the following do you most associate with TET?
CONSUMER TREND | BRAND ENGAGEMENT

Source: Cimigo | Base: All Respondents (N=557).

Q10b: Which brand of the following do you most associate with TET?
CONSUMER TREND | INSPIRATION

#VeQueAnTet
Food & #ReviewAnNgon Family & #TikTokShopTet
Cooking #ChillTiecCuoiNam
#DonNhaDonTet Shopping #Muasamtet
Homecare
#GiaDinh
#TetNayAnGi

#GocLamDep #DuXuan
Beauty & #ReviewLamDep #Dulich #QuaTet
Fashion #MacDepDonTet Travel #TetNayDiDau Gifting #HopQuaTet
#DoTet2023 #ChoHoaTet
#ChupAnhTet

#PhimTet
#ThanhCongNghe Entertain #TaoQuan
Tech
#YeuCongNghe ment #NhacTet
#HaiTet

Source: TikTok Tet 2024 Summit

CONSUMER TREND | CREATIVE TRENDS

ZERO-WASTE BEAUTIFUL SEASON

FLEX
HOLIDAY STRUGGLES OF LOVE

This season is the

greatest chance to
Apart from joy, Tet
show your love, your
sometimes bring
gratitude and your
The moments that hassles. But with
Due to the economy care to your family
make you proud of some sense of
down turn, it’s time and beloved people.
yourself or grateful positivity & humour,
to smart shopping. Especially when Tet
of what you have. Tet hassles could
& Valentine's day
easily become the
come together.
best memories.
Spring becomes a
season of love.

Source: TikTok Tet 2024 Summit

Source: TikTok Tet 2024 Summit

 SHOPPING
INSIGHTS
CHANNELS
CONSUMER TREND | INSIGHTS

● Key word: “Economy Downturn".

● Consumer is conservative when
spending.

BE PRACTICAL ● Consumers take advantage of the

Mega sales & deeper promotions
(D.Day) to make a purchase for
Holiday & even Tet season.
CONSUMER TREND | INSIGHTS

● E-commerce
ONLINE SHOPPING ● Social Commerce

● The Raising of KOC, KOL, Key

Opinion Leader shall affect their
INFLUENCER shopping decision

● Customer Experience Enjoyment

from Online channels to Offline
EXPERIENCE channels before purchasing moment
CONSUMER TREND | INSIGHTS

Refresh old themes with new &

EMOTIONAL
●
trendy approach. Such as from
CONNECTION ●
“Khoe Tết" to “Tết Flex"
Trendy & Snackable Content

● Good Promotion
Customized Product for season: Big
RATIONAL DRIVERS ●
Size or Combo of various relating
products with good price

● Data-Driven, Machine Learning, AI

TECHNOLOGY Application for Creative and Media
Performance
HOW TO WIN
THIS SEASON
TOTAL PERFORMANCE
MARKETING SOLUTION
for effective growth in Peak Season
TOTAL PERFORMANCE MARKETING SOLUTION

Research Strategy Media Creative Platform

Market research Business strategy Media strategy Campaign Web/App consulting

communication strategy
Customer research Marketing strategy Paid media optimization (IMC) Web/App production
Competitor research Brand strategy Paid media booking Content strategy Web/App optimization
Digital strategy SEO Content production
Ecommerce Strategy PR/KOL Creative for performance

Commercial Merchandising Campaign Tech & Data

Management

Product/Price/Promoti Merchandising strategy Sale campaign planning Tracking & Analysis set-up
on/Place strategy
Visibility optimization Sale campaign execution Media management system
Product listing
Content enhancement Data management strategy
Store management
Shopper engagement CRM strategy
CRM implementation
Reporting

36
 SHOPPING
BRANDING FOR
CHANNELS
PERFORMANCE
BRANDING FOR PERFORMANCE

Marketing Creative Creative Media for

Strategy Concept Production Branding

BRANDING FOR PERFORMANCE

38
BRANDING FOR PERFORMANCE

CREATIVE MEDIA
STRATEGY PRODUCTION
CONCEPT

Marketing Strategy Creative Production Creative Concept Media for Branding

1. Overall market 1. Brand Assets (Brand 1. Concept Direction 1. Media Audit

understandings & Business Identity; Packaging/POSM; 2. Key Idea/Tagline Creation 2. Media Strategy
Ambition Alignment Digital Assets UI/UX) 3. Key Visual Creation 3. Media Optimization
2. Consumer Research 2. Communication Assets 4. TVC/Hero Video Script 4. Media Reporting
development (iTVC/clip production; Social creation & Mood board
3. Marketing & Brand Strategy Media Management; TikTok 5. Communication Framework
Development Content Creation) & Demo/Mockup
4. Brand Health Tracking 3. Media Assets (Short-form
5. Campaign communication video; Media & eCommerce
Strategy Ads Visual/Content/ Report)

39
BRANDING IN THE STRATEGY FUNNEL

Business Strategy

Marketing Strategy

BRANDING Communication Strategy

TOUCH POINTS
Media Strategy

Business Result
Measurement

40
CREATIVE PRODUCTION

CREATIVE SERVICES OFFER

1 2 3

Brand Product Packaging Digital Assets

BRAND ASSETS Identity Design Design & Production UI/UX Design

4 5 6 7 8 9
Social Media Product POSM
COMMUNICATION iTVC/Digital Viral Clip Management Campaign Creative
Design &
Tiktok Branded PR Content
ASSETS Production
(full option)
Direction
Production
Content Creation & Booking

10 11 12 13 14 15
Short form Digital
MEDIA/ECOM Media Ads Content Clip Series Tiktok Video SEO Content SiS Design & Ecom Creative
ASSETS & Design
(motion graphic)
Production Creation ads Package performance report

41
 SHOPPING
TOTAL ECOM &
CHANNELS
SOCOM SOLUTION
TOTAL E-COMMERCE MARKETING SOLUTION - STRATEGY DEVELOPMENT

Having a comprehensive ecommerce strategy across functions is critical for any businesses to achieve
sustainable growth.

COMPETITOR CUSTOMER
MARKET RESEARCH PLATFORM BRAND & BUSINESS
Size, Growth, Trends, RESEARCH RESEARCH
PESTEL, Five Forces Direct, Indirect, Segmentation, Behavior, UNDERSTANDING UNDERSTANDING
Positioning, Benchmark Journey

ECOMMERCE STRATEGY

BUSINESS STAGE
Newborn | Growth | Mature

Product
Commercial Marketing Operation Tech & Data
(Platform)

GROWTH MODEL
Acquisition | Monetization | Retention & Reactivation | Referral

43
TOTAL E-COMMERCE MARKETING SOLUTION - CAMPAIGN MANAGEMENT

Campaign Management is to develop an integrated campaign plan and manage every single marketing
aspect from Commercial to Media to enhance customer experience and maximize revenue systematically.

1. COMMERCIAL
Product, Price, Promotion
Using deal tracker to plan
good deals with

Cam anism
mec
competitive price &

cale paign
MERCHANDISING
2.

r
forecast demand

nda
Onsite Management

h
pai
Cam
Optimized visibility usage
CAMPAIGN

gn
and content marketing in
website & market place MANAGEMENT
3. MEDIA
Advertising channels

CREATIVE Campaign Qualified traffic

Concept idea, SIS

design, campaign layout
4. strategy

Creative for performance

44
TOTAL SOCOM MARKETING SOLUTION - FULL MARKETING APPROACH

Media Platform
• Facebook messaging: full funnel media • Develop integrated selling
strategy to acquire mess and expand channels: Facebook, Instagram,
marketing funnel Tiktok,...

• Livestream commerce: develop • Plan & optimize customer journey

livestream plan and operate livestream on each platform to gain sales
(influencer & self-livestream)
SOCIAL
• Short video boosting: attractive concept
& video with clear branded &
COMMERCE
commerce messages

Customer service CRM management

• Build customer service flow in each • Develop full users data flow from
platform acquisition to retention

• Chatbot planning & setup depending • Maximize retention rate &

on comprehensive objectives conversion rate to increase CLV

• Increase CR by data analysis & Optimize

chat flow

45
 SHOPPING
TOTAL LEAD GEN
CHANNELS
SOLUTION
TOTAL LEAD GENERATION SOLUTION
BEST PRACTICES FROM PMAX
Education
Various
Lead Generation Method Finance

● Lead form: Facebook, LinkedIn, TikTok,

Zalo, etc. Home & Electronics
● Direct Message: Messenger, Chatbot,
WhatsApp, Live Chat, etc.
Health & Beauty
● Website form
● Landing page
Others

Full Funnel Optimization to ROI

Creative for Landing page Customized customer service scripts

Performance optimization based on industry & category
SUCCESSFUL STORIES
BRAND

Colgate - Palmolive
OUR SOLUTIONS
Strategy - Media - Ecommerce
KEY RESULTS

Top 2 PERSONAL CARE (Palmolive)

12.12 Mega Sales Campaign 2023

Top 3 PERSONAL CARE (Colgate)

Tet Campaign 2023

X2.3
~90% ROAS YoY
GMV YoY
BRAND OUR SOLUTION

Estee Lauder Strategy - Media

x4 REVENUE UPLIFTED
IN ONLINE REVOLUTION 2020

40% TOP 1
ROAS INCREASED COSMETIC BRAND
WITHIN 3 MONTHS ON LAZADA FOR 3 MONTHS
BRAND OUR SOLUTION

Menard Strategy - Media

Branding

>140%
QUARTER SALE
TARGET
ACHIEVED
 BRAND OUR SOLUTION

WHOO Strategy - Media

Branding

>100% x2 TOTAL CAMPAIGN

INCREASED IN SCALE
REVENUE & CR
UPLIFTED
IN GMV TOTAL
-2% TOTAL CAMPAIGN
DECREASED IN CiR

>123%
REVENUE & CR
UPLIFTED
IN PAID
BRAND

Sunhouse
OUR SOLUTION

Strategy - Media

TOP 1
BY MARKET SHARE

ABOVE
AVERAGE
AD RECALL & BRAND LIFT
COMPARED WITH MARKET
BENCHMARK
BRAND
Panasonic
OUR SOLUTION
Strategy - Media
KEY RESULT

24% CPAS ROAS INCREASED

123% Branding KPI

IMPROVEMENT COMPARED TO STARTING POINT
BRAND OUR SOLUTION

LocknLock Strategy - Media

Merchandising
Creative

112%
GMV INCREASED
COMPARED TO STARTING POINT

120%
CR, REVENUE, ROAS
ACHIEVEMENT
BRAND OUR SOLUTION

Tefal Strategy - Media

Creative

TOP 1 HOME APPLIANCE BRAND

ON ECOMMERCE PLATFORM

178%
TOTAL REVENUE UPLIFT
COMPARED TO STARTING POINT

300%
ROAS IMPROVEMENT
AFTER 3 COLLABORATING MONTHS
 60%
BRAND OUR SOLUTION

Cuckoo Strategy - Media

Tech & Data REVENUE UPLIFT
After 5 months

15%
ROAS INCREASED
Compared to starting point
BRAND

Watsons
OUR SOLUTION

Research x3
Strategy - Media ROAS INCREASED
COMPARED TO
Merchandising - Creative STARTING POINT

x6
REVENUE INCREASED
COMPARED TO
STARTING POINT
BRAND OUR SOLUTION

Nguyen Kim Research

Data Analytic with PAXY

158%
REVENUE INCREASED
COMPARED TO STARTING POINT

28%
CIR DECREASED
COMPARED TO
STARTING POINT
BRAND OUR SOLUTION
FWD Creative for Performance

FWD rated top in the insurance

industry's brand value rankings, in
December 2022.

3,900+
Comments*

20,000
15,000+
Likes*

Engagements*
*3 weeks of execution
 BRAND OUR SOLUTION

HDBank Strategy - Media

Lead Generation
Creative
170%
IMPRESSION
OVERACHIEVED x21 ACTIVATED CARDS
INCREASED SHARPLY

x45
ENGAGEMENT
x5 QUALIFIED LEADS
COMPARED TO THE PLAN

OVERACHIEVED

59%
INTERNATIONAL PAYMENT
CARDS CATEGORY GREW

x3.3
COMPARED TO 2021

ROAS IMPROVED
COMPARED TO TRADITIONAL
APPROACHES
>42%
SUPER 4IN1 CARD PRODUCT
CONTRIBUTED
BRAND

FE Credit
OUR SOLUTION

Strategy - Media
Creative

75%
REACH

x2.27
INCREASE
IN-APP EVENTS RATE
ET BENCHMARK
 BRAND

GoGi House
KEY MESSAGE

The Chilled
Journey
Key Visual Social Clip

OUR SOLUTION

Branding

Social media management Influencers management

WHY PMAX?
OUR USPS

TECH AND DATA-DRIVEN

TOP-OF-MIND
TOTAL PERFORMANCE ● PAXY: Multi-channel data
MARKETING COMPANY aggregation platform.
● Creative for performance.
● Successfully worked with 400+ ● Generative AI Application
clients for 600+ projects.
● 5 MMA SMARTIES awards and 4 TOTAL MARKETING SOLUTION
Agency of the Year awards.
● Premium partner of Facebook,
● 10+ services and 4 main solution
Google, Tik Tok, Shopee, Zalo,...
packages with proven track records.
AWARDS

LEAD GENERATION
GOLD (Marketing Impact)
WINNER SMARTIES 2022
EXCELLENCE IN DRIVING GOOGLE
E-COMMERCE SALES SOLUTIONS 2021
REAL TIME MARKETING SOUTHEAST ASIA E-COMMERCE Vietnam Agency Holiday Activation Award - Google
SILVER (Web 3.0) SILVER AGENCY OF THE YEAR
WINNER SMARTIES 2022 WINNER Agency of the Year 2022

BEST DATA DRIVEN SOUTHEAST ASIA B2C MARKETING

GOLD DISPLAY CREATIVE
SILVER AGENCY OF THE YEAR
WINNER SMARTIES 2021 WINNER Agency of the Year 2022

MOBILE APP VIETNAM INDEPENDENT

BRONZE (includes mCommerce Solutions) BRONZE AGENCY OF THE YEAR
WINNER SMARTIES 2021 WINNER Agency of the Year 2022

MOBILE APP VIETNAM INDEPENDENT

BRONZE ADVERTISING
BRONZE AGENCY OF THE YEAR META VIETNAM FLY HIGH 2022
WINNER SMARTIES 2019 WINNER Agency of the Year 2021 Recognition of innovation 2022
OUR CLIENTS

Finance Health - Beauty - Fashion Electronics - Home FMCG General Retail Others
OUR PARTNERS

PARTNER BADGE

AD NETWORK & PUBLISHER AD PLATFORM

MARTECH
Address
6th Floor, Tuong Viet Building, 95 Cach mang Thang Tam,
Ben Thanh Ward, District 1, HCMC

Email
contact@pmax.com.vn

Phone
(+84) 28 7300 1778